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OBJECTIVES Today, the name brand is the one true asset of a company when going into the market. To understand it is only the first step, although fundamental, in analysing, planning and building winning brands. COURSE DESCRIPTION We start auditing or evaluating real brands, analysing strengths and weaknesses and discovering the structure, the foundations and the style until we can understand and identify the brands’ image. BIBLIOGRAPHY MOLINÉ, M.: Malicia para vender con marca. Deusto. METHODOLOGY The analysis and evaluation of real brands, enabling us to discover how brands are developed and how their image is perceived. EVALUATION A combination of class participation and attitude, assignments during the course and the final exam (an oral presentation of a final assignment similar to the ones done during the course).
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